Simulmedia Re-engaged Viewers for TV Network's Midseason Return
The Challenge
Broadcast Network Needs to Re-engage Viewers After Months-Long Hiatus
A large broadcast network needed to re-engage its program’s viewers after a 3-month mid-season hiatus. The network was also interested in seeing how Simulmedia performed compared to its base plan.
The Solution
Target Past Frequent Viewers to Drive Tune-In to Mid-season Premiere
Simulmedia crafted a custom target of previous viewers of the program to predict their future viewing behavior for a one-day campaign.
Custom Targeting
With 27% of the budget, run a one-day campaign targeting frequent viewers of the program to bring them back to the mid-season premiere.
Prediction
Analyze past viewing data of the client’s target audience and predict the audience’s future viewing behavior to optimize the campaign’s performance.
The Results
Simulmedia Outperformed All Other Networks on the Client’s TV Media Plan
With only 27% of the campaign budget, Simulmedia was responsible for 35% of the program conversions attributable to the campaign.
Future Optimization
Measurement Down to Spot Level
Simulmedia measured the campaign’s performance down to the spot level to further optimize future campaigns. Top-converting spots included promos that ran during:
- You Gotta Eat Here! on Food Network: 23% conversion rate
- Snapped on Oxygen: 17% conversion rate
- Bates Motel on A&E: 16% conversion rate